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The Challenge
Kia Country of Savannah is currently under construction which means the customer experience will be much different to what their customers are typically used to. In order to continue to grow their business despite the challenges of their situation, they need to continue to grow the brand recognition while also letting people know: "Yes, we are open, yes we are building a bigger and better dealership, and yes you will absolutely still get the deals and customer service you want."
About the Dealership
Kia Country of Savannah, a key dealership with the Lee Automotive Group, has a long-standing partnership with CBC Automotive Marketing. Always eager for new opportunities to increase brand recognition, and an interest in segmented marketing tactics, Kia Country of Savannah was the perfect candidate to participate in this case study.
Results
+7% unique reach improvement
Approximately 30% CPM reduction
Approximately 23% decrease in Cost per Page view
Continued Sales growth despite strenuous external factors like construction
Why Amazon
Audience
Amazon's first party data gives CBC Automotive Marketing the opportunity to create audiences built to our client's needs. With the ability to focus on a specific audience (in this case in-market Kia buyers) we're able to get the right message to the right people, at the right time, and in the right place.
One Stop-Shopping
As marketers, we never shy away from buying in multiple locations, but when many streamers have a high cost of entry, it becomes less cost efficient for our clients. Amazon's extended partnerships with Roku, Warner Brothers and Disney let us reach in-market consumers wherever they watch their shows without making separate buys with each.
Clear Data
We know that dealerships want to know the ROI of their buys, something that can be difficult to quantify in broader media strategies. With Amazon's reporting we can keep an eye on metrics like reach, frequency, and conversions, giving us and our clients greater ability grow their brand recognition effectively.
Efficiency
Partnering with Revive gives us the whole picture when it comes to the data across different Streaming Channels. We can keep an eye on overall frequency and make sure we're reaching the right people, the right amount of times.
Goals and Successes
Our goal is to increase awareness of the following subjects: Kia Country of Savannah delivers exceptional customer service and deals which will continue while they build a better dealership to serve the community. These messages are important to keep consumers coming through the door while the dealership is under construction. Additionally, it is a long term investment in recognition and building trust. With these efforts, we except the dealership will see increased metrics as well as brand recognition in their area.
"A real-world success story with CBC automotive, showing how local businesses can drive smarter reach and measurable results."
- Revive Media
Executive Summary
CBC Automotive Marketing is a boutique marketing agency focused solely on creating and executing Marketing Strategies with dealerships across the country. Hillary Turner, CBC's Lead Streaming Analyst, specializes in building Media buys for dealerships that are both affordable and effective. With
consumers shifting away from traditional TV and Cable, Hillary's buys often start with OTT.
In this Case Study, CBC Automotive Marketing and Kia Country of Savannah (led by Hillary) partner with Revive Media to build and execute an Amazon OTT strategy that targets in-market Kia buyers.
Boosting Awareness with Amazon OTT
Kia Country of Savannah